Some of you may be wondering what is a social media strategy and is it necessary for my business? To answer your first question, a social media strategy is simply an extension of a business’ overall marketing and public relations strategy. Built to support the achievement of company-wide goals, social media strategies should outline campaigns and tactics for key social media channels. As for the second question, YES! Every business, whether it’s a startup or a Fortune 500 company, should have a presence on social media.
With 68 percent of U.S. adults using the platform regularly, Facebook is by far one of the most popular social media platforms available for marketers. But the social media narrative extends far beyond the “walls” of Facebook. Since 2016, the use of Instagram by U.S. adults has increased from 28 percent to more than 35 percent, with higher numbers reported from 18-24 year olds, making it the second most-used platform.
You may now be asking if your business should be present and active on all social media platforms, from the “big-box” names like Facebook and Instagram to the lesser-known platforms like Snapchat and Pinterest. The average American uses three of the top eight, and while it’s not necessary to be present on each and every channel, it is recommended to select the most important platforms based on your target audiences and team’s ability to implementing a cohesive strategy.
Implementing a social media strategy will improve your business in more ways than one. Below are the top benefits for implementing a strategic plan on social media:
Creating a face for your company online.
In addition to providing an online presence housed outside of your website, the use of a social media strategy will improve search engine optimization (SEO), allowing your company’s name and product name(s) to appear in more relevant searches when using key terms and phrases.
Increasing knowledge about products and offerings.
Additionally, the strategic use of social media will help to build brand awareness and exposure. Drafting content that includes direct links back to your company’s website can also help to increase web traffic and conversion rates as well as provide valuable feedback from customers.
Proving ROI in relation to marketing goals.
Reaching new and niche audiences can be challenging using traditional marketing tactics. With a strategic social media strategy, companies can target specific audiences directly through advertisements and boosted posts, as well as reach audience members in a more authentic way.